Digital In-Context Experiments
Brand Safety: Pre-Registration
This study directly relates to brand safety by highlighting how malgorithms that place advertisements in insensitive or inappropriate contexts—such as promoting travel during natural disasters—can significantly impact consumer perception, resulting in brand dilution and damaging the brand’s reputation.
To explore this, we expose participants in the treatment group to a simulated Twitter feed that consists of real tweets describing the severe flooding currently affecting Brazil. Within this feed, we include a fictitious sponsored post by KLM, advertising flights to Brazil with the following copy:
Brazil’s wild beauty calls! Experience nature like never before. Book your breathtaking adventure with KLM.